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Apple isn't gaining market share -- Barnes & Noble is losing it. Apple is just picking up the pieces -- or rather, sharing B&N's corner of the pie with all the other retailers. Apple will never make it big, though, as long as you can only read Apple ebooks on Apple devices. The people buying the most books want dedicated ereaders, and the ability to read across multiple devices.
Apple by definition will only ever have a subset of iDevice owners as ebook customers. Every other retailer includes that subset in with all the other subsets across other devices/usage scenarios.
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